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CHAMPAGNE AND CHICANE

Nigel Essam is the founder of RedEye Events, one of the most exclusive companyies who hosts high premium hospitality events at major global sporting events. Servanne Sohier sat down with him to find out what he does.
Nigel Essam

Servanne: Could you give me an introduction to RedEye Events and what it does?

Nigel: We were established over 13 years ago and are a global sports hospitality company. We supply hospitality at major sporting events, and specialise in Formula One, with the Monaco GP being our signature event each year. We have a presence at every one of the twenty-one races, with the The Monaco GP being by far our biggest event, where we entertain over 1000 clients across 4 days at various viewing facilities that are arguably the locations to view the race. Our next biggest is The British Grand Prix, followed closely by Abu Dhabi, Singapore, Monza, Hungarian, The U.S and Mexico.

We have an interesting model in that every event we host is white label event, with none of our companies logo visible. Corporates and brands tend to love us because the events are neutral with no conflicting branding. The clever thing is that this model empowers trade partners to sell on our behalf, which allows us to have a huge reach. Our database is around 14,000, but because we deal with so many other trade companies, we’re able to piggyback onto their databases, giving us a reach of over a million potential clients. This level of exposure attracts lots of brand attention and sponsorship opportunities. They all love our approach. We’re able to put their product in the hands of their perfect client demographic and because we market so aggressively, they get great brand exposure.

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